Strategy or structure, which comes first? In theory, strategy dictates a structure for execution, but quite often, in practice, it is structure that supports strategy. So where should you start when defining a content strategy? This presentation describes how to take a strategic approach to content structure and a structured approach to content strategy.

1. MARIE GIRARD
CHICKEN OR
EGG?
Solving the strategy vs.
structure dilemma
1

2. In mythology, the egg represents potential
2
Jacob Bryant's Orphic
Egg (1774) / Public
Domain

3. For most people, strategy is the starting point
3

4. So strategy is like the egg
4
Egg image by qimono / Public Domain

5. But the reality is that our content is more like scrambled eggs
5
Scrambled eggs
image: © Jules /
CC BY 2.0

6. We often start from an existing structure
6

7. This structure is visible everywhere
7

8. It is built into our systems
8

9. Inventory
9
Image: Chicken
egg © Hohum /
CC BY-SA 3.0
Image: Chicken
@GourmetSleuth
/ CC BY-SA 3.0

10. Make an inventory of the existing structure
Name Description Workflow
Demo What it is? Who creates it?
How does it get published?
Overview
Features
Redbooks
Roadmap
Video
[…]
10

11. Inventory
Purpose
11
Image: Chicken
egg © Hohum /
CC BY-SA 3.0
Image: Chicken
@GourmetSleuth
/ CC BY-SA 3.0

12. Question the business value of the existing content structure
Value proposition: what is your business goal? Why is this content here in the first
place?
12

13. Question the purpose of the existing content structure
Value proposition: what is your business goal?
Purpose: what emotions do you want users to feel?
Engage Inspire Persuade Educate Support
Engaged Inspired EmpoweredConfident Thankful
13

14. Inventory + Purpose = Content model
Purpose
Content type name
Value proposition
Delivery formats
Structure
Purpose
Content type name
Value proposition
Delivery formats
Structure
Purpose
Content type name
Value proposition
Delivery formats
Structure
Purpose
Content type name
Value proposition
Delivery formats
Structure
Purpose
Content type name
Value proposition
Delivery formats
Structure
14

15. A content model structures how you retrieve and design content
15
Taxonomy (in systems metadata)
Voice and tone guidelines
Templates (in authoring tools)

16. Inventory
Purpose
Content
model
Journey
Taxonomy
Voice & tone
Templates
16
Image: Chicken
egg © Hohum /
CC BY-SA 3.0
Image: Chicken
@GourmetSleuth
/ CC BY-SA 3.0

17. Start with research to define personas
Made with Xtensio
17
Photo ©
Jaypatel143 /
CC BY-SA 4.0

18. DOING
Search for energy
efficiency services.
Look at case studies
on the website.
Contact the service
provider by mail.
Follow guidelines to
plan implementation.
Ask for help when
there are problems.
THINKING
There are so many
providers out there,
and none seems to
stand out.
Wow, they have
done exactly what I
need with previous
clients.
I can only see the
headquarters’
address here.
With these
resources I have just
what I need.
They’re always so
helpful.
FEELING
Describe their experience as a journey
Discover Compare Acquire Use Advocate
18
Photo ©
Jaypatel143 /
CC BY-SA 4.0

19. DOING
Search for energy
efficiency services.
Look at case studies
on the website.
Contact the service
provider by mail.
Follow guidelines to
plan implementation.
Ask for help when
there are problems.
THINKING
There are so many
providers out there,
and none seems to
stand out.
Wow, they have
done exactly what I
need with their
clients.
I can only see the
headquarters’
address here.
With these
resources I have just
what I need.
They’re always so
helpful.
FEELING
CHANNELS Search Website Email Community Hotline
CONTENT
Factor channels and content types into the user journey
Discover Compare Acquire Use Advocate
Engage
Intro
Inspire
Engage
Success
story
Client
reference
Persuade
Contact
form
Educate
Guideline
Support
Support
Forum
entry
FAQ
19
Photo ©
Jaypatel143 /
CC BY-SA 4.0

20. Identify content metrics based on purpose and channel
Engage
• Shares
• Likes
• Traffic
Inspire
• Comments
• Exit rates
Persuade
• Traffic
• Chat
Educate
• Traffic
• Ratings
Support
• Contribution
to resolution
• Ratings
20

21. Discover Compare Acquire Use Advocate
Engage
• Shares
• Likes
• Traffic
Inspire
• Comments
• Exit rates
Persuade
• Traffic
• Chat
Educate
• Traffic
• Ratings
Support
• Contribution
to resolution
• Ratings
Inquiries Sentiment Sales System
Usability
Scale
Net
Promoter
Score
Content model + Journey metrics = Performance model
21

22. A performance model structures how you measure success
22
Image: Dashboard 1 ©
Infostep / CC BY-SA 4.0

23. Inventory
Purpose
Content
model
Journey
Performance
model
KPI dashboardsTaxonomy
Voice & tone
Templates
Requirements
23
Image: Chicken
egg © Hohum /
CC BY-SA 3.0
Image: Chicken
@GourmetSleuth
/ CC BY-SA 3.0

24. KEEP
CALM
AND
RUN AROUND LIKE
HEADLESS
CHICKENS
24
Image: Crown / Public Domain

25. Performance model + Requirements = Delivery model
Content type Channel Contact Workflow Resources
Success story Social
media
Joe from Marketing Editor’s review + approval Voice and tone + KPIs
Client reference Website Harry from Sales Editor’s review + approval KPIs
Forum entry Community Sally from Product No review KPIs
FAQ Website Niki from Support SME review Voice and tone + KPIs
[…]
25

26. A delivery model structures how you manage projects
 Fix this FAQ
 Remove this client reference
 Create this forum entry
 Update this guideline
 …
26

27. Models link strategy and structure
Inventory
Purpose
Content
model
Journey
Performance
model
KPI dashboardsTaxonomy
Voice & tone
Templates
New content
Removals
Updates
Delivery
model
Requirements
27
Image: Chicken
egg © Hohum /
CC BY-SA 3.0
Image: Chicken
@GourmetSleuth
/ CC BY-SA 3.0

28. 28
Image © Phichet9707 / CC BY-SA 3.0